Energizing NASCAR’s youth push with new series sponsor

NASCAR expects to get a big boost in its efforts to broaden its appeal among millennials and youths on Sunday.

Not just from the action on the track when Daytona International Speedway hosts the 59th annual Daytona 500, but also from the new title sponsor of NASCAR’s premier racing series: Monster Energy.

The series, formerly known as the NASCAR Sprint Cup, is now the Monster Energy NASCAR Cup Series.

“They (Monster Energy) bring a brand that’s well known to the millennial audience,” said Jill Gregory, senior vice president and chief marketing officer for NASCAR.

According to Nielsen Scarborough data, the average age of adult NASCAR fans is 48 years. “The average age of NASCAR fans is very much in line with the average age for the U.S.,” said Pete Jung, NASCAR managing director of brand and consumer marketing.

Monster Energy’s core target demographic, in comparison, are 18- to 34-year-olds, said Mitch Covington, vice president of sports marketing for Monster Beverage Corp., the Corona, California-based maker of the popular energy drink. He added that the age range of NASCAR’s core fan base “skews a little bit older.”